If you’ve ever visited the Twin Cities, you’ve felt it. A warm smile from someone on the street. The local who says hello and takes a genuine interest in how your trip is going. “Minnesota Nice,” some call it. We like to think of it in terms of old-fashioned hospitality. It’s a high bar to clear, but Allianz Field’s interior spaces do just that, making fans feel welcome and comfortable, both before and after they stroll through the gates.
Once fans arrive at Allianz Field and enter through the premium club entrance on the west side, they are greeted by a friendly attendant in the bright and open lobby. A beautiful walnut staircase winds up all four stories and ties the premium clubs and suites together. Lining the staircase wall on each level are hundreds of portraits. Each painted face belongs to an international soccer fan and serves as a joyful reminder of the beautiful game’s global reach.
The Stadium Club features floor-to-ceiling glass walls that provide a clear, elevated view of the pitch to the east and expansive views of the Midway neighborhood to the west. Cool blue neutrals and hints of yellow and black steel accents, an exposed ceiling, and raw polished concrete floors create a casual, loft-like space that encourages fans to make themselves at home.
The stadium broadcast booth and camera decks are located right at the center of the club, immersing fans in the gameday experience. A constellation of decorative lights draws attention to two large bars and a central dining area, which is centered on a large LED video screen for Loons fans to watch the game.
Allianz Field’s interior spaces tell distinct design stories while making Minnesota United FC Loons fans feel welcome. The latest soccer-specific venue demonstrates how stadiums of all shapes and sizes offer each ticket holder a premium level of hospitality. It connects back to its roots in the community, the welcoming Minnesota culture, and the communal sport of soccer.
View additional submissions in the Club Spaces category for ALSD Spotlight 2019.